Axe Promo, Case study AXE CAMPUS by Grape Advertising Agency, VGNC

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Industry Deodorants
Media Promo & PR, Case study
Market Russia
Agency Grape Advertising Agency
Agency VGNC
Released October 2011

Credits & Description

Category: Best Use of Digital Media
Advertiser: UNILEVER / AXE
Product/Service: AXE
Agency: GRAPE
Agency: VGNC
Creative Chief: Vlad Sitnikov (Grape)
Creator: Darya Mingalieva (Grape)
Account: Bogdan Kazakov (Grape)
Account: Misha Kadushin (Grape)
Account: Roman Yudkin (Grape)
Head Of Social-Media Department: Mikhail Geysherik (Grape)
Head Of Social-Media Project: Natalia Shaskova (Grape)
Media placement: Internet - AXE Campus website - October 2011
Media placement: Internet - Communities in Social media - October 2011

Insights, Strategy & the Idea
The youth spent half of their precious time studying, and almost all of the students regret that 70% of this time are boring. AXE Campus became the first to shatter the stereotype!

The Goal was to be constantly present in daily lives of young people, to gather a real brotherhood around the brand, to become part of the world of selfcare.

We create AXE Campus – online platform when learning can be fun and easy. Hot AXE Teachers help you to complete such tasks as winning a girl, holding her attention, getting acquainted with girls you like.

Creative Execution
AXE Campus is a sort of “University” with several departments, with numerous lectures led by a team of strict, tough, beautiful, lonely and passionate female teachers.

Students may pick a discipline, be it ability to say compliments, or the skill of seducing beautiful women. This depends of the college: “Angelic College”, “The College of Sweetness”, “The College of Mathematical Thinking”, “The Aeronautics College” etc. Each of them corresponds to a certain AXE flavour.

AXE Campus also has a “Students’ Hostel”: informal chat, parties, dating, and all kinds of games and entertainment.

AXE Campus has a “Dean’s Office” where students report their progress and receive scores in the student's record-book.

To engage users in the new AXE CAMPUS platform, we used a special mix of media channels:
· AXE Campus website
· Social media,
· Mobile application and mobile services (such as Instagram)

Results and Effectiveness
• The campaign started on October 20th, 2011. By then more than 325,000 users have already been registered in AXE Campus.
• 1,250,000 views on YouTube.
• 320,000 unique visitors since campaign start.
• 122,000 members in VK group, 15,000 fans on Facebook, 2,000 followers on Twitter.